Track: Business Management

Abstract

Marketing education faces various problems in terms of management, transparency, and public understanding of education in this globalisation era. As a consumer, we must observe and smart to choose a particular product to fulfil daily needs. Companies' competition is now so tight that they must play a marketing strategy to attract consumers to win the market. Marketing Mix is the primary strategy in the marketing world. Marketing Mix combines four variables: product, price structure, promotional activities, and distribution system. Marketing Mix and demography are the basis of all marketing strategies to encourage consumer behaviour to create consumer loyalty, consumer awareness, consumer trust, whose main purpose is to increase sales revenue for a product. Therefore, this study aims to determine the relationship between consumer behaviour, marketing mix, and demography. A total of 22 peer-reviewed articles have been reviewed and analysed to produce a finding in the previous article's literature, namely the significant influence of the marketing mix on consumer behaviour that impacts decision-making. The finding in reviewing previous research articles is the marketing mix and demographics factors have a significant effect on consumer decision-making. The author concluded that marketing mix elements primarily determine customer behaviour (decision-making). The marketing mix can change consumer perception of some of the product, and its identified as an excellent technique to increase product or services. Also, the marketing mix and demographic factors significantly affect consumer buying behaviour.

Keywords: Consumer Behaviour, Marketing mix, dan Demography